Failure of vaccination messages: how mothers perceive vaccination messages and make decisions about child vaccination

Abstract

Background: In 2014 Nyhan et al. tested effectiveness of messages designed to reduce vaccine misperceptions and increase vaccination rates for measles-mumps-rubella (MMR) and found that none of four interventions increased parental intent to vaccinate future child. Objective of present study was to apply qualitative methods to explore how parents perceive such messages. Methods: 8 Focus Groups with students and mothers of small children (N=76). Participants were presented with interventions used in original study. They were asked to assign values of trustworthiness to those messages and provide reasons, followed by group discussion. Data were transcribed, coded and analyzed using Thematic Analysis. Findings: Findings of original study were confirmed: attempts to persuade parents to vaccinate their children were not considered trustworthy. We argue that personal narratives and persuasive texts work differently when delivered by anti-vaccination promoters and by authorities. Discussion: Vaccination messages delivered from position of authority lack persuasive power. When authorities try to emulate persuasive techniques employed by alternative and social media effect may be counterproductive. New approaches to vaccination messages are needed to offset effective anti-vaccination narratives. (VEGA Grant 2/0154/13)